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Positioning products in business-to-...

Schneider, Christoph.

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Positioning products in business-to-consumer electronic commerce: Differential effects of product positioning on affect and cognition.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Positioning products in business-to-consumer electronic commerce: Differential effects of product positioning on affect and cognition./
作者:	Schneider, Christoph.
面頁冊數:	165 p.
附註:	Adviser: Joseph S. Valacich.
Contained By:	Dissertation Abstracts International68-08A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3277066
ISBN:	9780549193043

Positioning products in business-to-consumer electronic commerce: Differential effects of product positioning on affect and cognition.
Schneider, Christoph.

Positioning products in business-to-consumer electronic commerce: Differential effects of product positioning on affect and cognition. - 165 p.

Adviser: Joseph S. Valacich.

Thesis (Ph.D.)--Washington State University, 2007.

Continuous progress in the capabilities of Internet technologies has enabled the creation of Virtual Product Experiences (VPEs) in business-to-consumer electronic commerce. While issues surrounding VPEs have gained some attention in information systems research, studies of VPEs are still few and far between. However, it has been demonstrated that the concept of presence is an important determinant of consumer reactions to VPEs. Presence is defined as the experience of virtual objects as actual physical objects.

ISBN: 9780549193043Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Positioning products in business-to-consumer electronic commerce: Differential effects of product positioning on affect and cognition.
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245 1 0 $a Positioning products in business-to-consumer electronic commerce: Differential effects of product positioning on affect and cognition.
300 $a 165 p.
500 $a Adviser: Joseph S. Valacich.
500 $a Source: Dissertation Abstracts International, Volume: 68-08, Section: A, page: 3485.
502 $a Thesis (Ph.D.)--Washington State University, 2007.
520 $a Continuous progress in the capabilities of Internet technologies has enabled the creation of Virtual Product Experiences (VPEs) in business-to-consumer electronic commerce. While issues surrounding VPEs have gained some attention in information systems research, studies of VPEs are still few and far between. However, it has been demonstrated that the concept of presence is an important determinant of consumer reactions to VPEs. Presence is defined as the experience of virtual objects as actual physical objects.
520 $a While researchers have studied the primary antecedents and cognitive reactions to presence, affective reactions have not been addressed. Further, the positioning of the product in electronic commerce as important factor influencing these cognitive and affective reactions has thus far not been considered.
520 $a The current research builds on literature from information systems, marketing, and psychology to hypothesize effects of presence on affective and cognitive reactions, as well as the role of product positioning. A laboratory experiment was conducted, followed by a field experiment to test the hypothesized relationships in different contexts. The results of this research demonstrate the importance of affective reactions, in addition to cognitive reactions, to presence. The research also shows an influence of product positioning on affective and cognitive reactions in complex ways.
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